Mentos revives iconic Cola experiment in Fortnite Creative

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

It's safe to say that we're all familiar with the classic Mentos and Coca-Cola experiment where unassuming children drop the mint-flavoured sweet into a carbonated beverage, causing an eruption. Now, Mentos has taken into the next level with its newest global campaign in the world of Fortnite.

Perfetti Van Melle, the parent company of Mentos, has introduced Mentos' "Fizzooka", the world's first Mentos-powered soda-spraying launcher. Over the next two weeks, "Fizzookas" will be dropped into some of the maps on Fortnite Creative, a sandbox mode in the game that allows players to create their own custom maps, game modes and experiences.

Created in collaboration with advertising agency BBH London, the invention aims to bring a fresh and playful twist to the gaming world, inviting players to engage with the Mentos brand on a different playing field.

Don't miss: Fortnite gets players to heal instead of kill in new healthcare career push

As part of the campaign, Mentos has released an official trailer for "Fizzooka", featuring characters in the Fortnite world. In the 50-second clip, military-like personas can be seen scattered across what appears to be a base camp. Mentos-themed trucks are also feature in the video, with several characters experimenting with Mentos and carbonated products.

At the end of the video, the "Fizzooka" is revealed, prompting Fortnite gamers to use the new weapon and "play now". Additionally, to bring the "Fizzooka" to life, Mentos will be giving influencers across the world 30 working Mentos "Fizzooka" replicas.

Mentos also tasked famed YouTube creators, The Hacksmith, with creating a turbocharged IRL version. The real-life Mentos "Fizzooka" is over a metre long and can shoot a soda geyser with the force of a firehose, according to a statement seen by MARKETING-INTERACTIVE.

The campaign will run globally, with over 20 markets amplifying the Fizzooka launch with local influencers, media and across social activations.

Wavemaker, an agency under WPP, developed and executed a media strategy for the campaign, encompassing planning, buying, and evaluation. The statement noted that the strategic foundation is designed to deliver maximum impact with Gen Z globally.

"Mentos is all about refreshing the everyday, so what could be better than refreshing the original Mentos and Cola experiment and shaking up the gaming world at the same time," said Hugues Leydier, senior global brand communications and activations manager at Mentos.

"For years the world’s greatest amateur scientists have been experimenting with the most formidable force known to humankind: Mentos and Cola. But beyond blowing up bottles in their back gardens, no one has been able to harness its awesome potential… until now," added Stu Royall, creative director of BBH London.

Fortnite has been a popular platform for several brands to showcase their unique personas. Back in 2022, Armani Beauty made its debut in the metaverse by launching "Rewrite the code" on Fortnite, inspired by the Armani Code Parfum. Players were able to race through maze-like speed runs in the metaverse to collect the code numbers needed to unlock the Armani Code building, access the Armani Code Parfum bottle and use its magnetic power to rewrite the code.

Prior to that, NBA tipped off a partnership with the game giant in line with its 2021 playoffs, which allowed players to leverage on Fortnite’s “Creative mode” to visit the NBA Welcome Hub for more NBA-related experiences and content surrounding the campaign.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

share on